Landor Associates, a world-leading brand consultancy company, has successfully accepted Indonesia's second largest bottled water brand, VIT (Danergy Group), and accepted Danone’s invitation to become the largest in the market. Bottled water brand AQUA injects new vitality to further enhance the brand's differentiation and enhance the product's influence on the shelves.
AQUA, officially launched in 1973, is the first brand of bottled water in Indonesia and continues to maintain its leading position in the market today. “The new product packaging has successfully achieved our goal of spreading the AQUA story to the audience - sincere and excellent quality: Since 1974, AQUA's water has always come from a protected self-surfacing spring, and Use advanced technologies that are better than international standards.
“The new package design completed by Landor is an excellent example of how we can vividly demonstrate how to restore the dynamism of a brand that has been in the market for many years: this requires ambitious goals/step-by-step steps and persistent adherence. A new and relevant approach has been adopted to convey to the audience the purity of AQUA from the spring water,†commented Bruno Chevot, vice president of marketing at AQUA Group.
"According to our brand audit results, AQUA's brand and design have become obsolete and weak, and it is weak in reflecting product quality and high-end positioning," said Miss Wen Sufen, Asia Pacific regional design director, "We have this time. The challenge is to create a unique, highly differentiated and high-end brand image, but it can not weaken the existing advantages of the traditional AQUA logo (including AQUA font and wave pattern), added Sufen.
The updated brand identity retains the blue color that originally represented water. On this basis, the "mountain stream and stream" has been added to further emphasize the theme of "natural and pure springs", and has been further consolidated through the lateral hawthorns and transparent and clear cups. In addition, the icon of the water treatment system has been added to the label as a guarantee for the quality of AQUA bottled water. It symbolizes the entire 27 steps that AQUA's water must pass through from the exploration water source to the finished product, allowing Indonesia to pass the process. The family is completely assured of the quality of bottled water.
Asia CI Net